A national charity (Te Rōpū Whēkana o Aotearoa) that encourages and supports vegans and vegan options across New Zealand. It celebrates, advocates, and promotes veganism through a Vegan Awards Program and Business Membership Scheme, a 21 Day Challenge, public talks, and online resources — and fosters a vibrant community through a lifestyle magazine, social media, and community events like potlucks, socials, and food-awards competitions.